video2.0, new horizon of online video

video2.0 New Horizon of Online Video September 25, 2008 Jo, SanKu KT

 video2.0  Status of Online Video  Contents  Issues & Players  Money & Ad  Challenges  The Future Now

video2.0 New Horizon of Online Video video, TV + web2.0

video2.0 More RMC RMC PCC Contents UGC TV CATV IPTV Distribution TV Online Video Device CATV web2.0 Mobile Personalization Search On Demand Audience $ $$$$$ Ad Market Segment Individual, Networked, UGC

Mass Media to Social Media Power Shift to People Pre Media Age Mass Media Age Social Media Age Consumers Dictate Consumers Dictated Professional Media Dictate Church, State, Monarchy Dictate the Agenda Volume of Participation

TV/Mass Media video2.0 Media Company in Control Consumer in Control One way / Delivering a Message Two way / Conversation Influencing, Involving, Info => Entertaining Life Style UGC(User Generated Contents) + RMC(Ready Made Professional Contents) PCC) Proteur Created Contents) => Volume, Type On Demand, Search, Personal, Scheduled Recommendation Anywhere & Cross Devices with TV TV, PC, Mobile.. Family (Watching) Individual, Networked Sit back Participative Messages Experiences Pay (Subscription) Free (Advertising) Mass Ad Personalize Ad (Ad as Contents)

Video Age: True Conversation “百聞不如一見”

Online Video Web/PC/OnDemand UGC Pro(RMC) tv2.0 Internet TV Open IPTV IPTV TV/Setupbox/Live by josanku 2008

Online Video in Korea Paran Mobx Leveraging Broadband & Mobile Infrastructure

Why Online Video?  High Demand  Online video viewing becoming mainstream: 57% in US  High Involvement  57% Shared Links.  Over 50% Watched Videos with Others.  80% Recall Seeing a Video Ad and 52% Have Taken Action, Including 16% Making a Purchase.  New Opportunity  Communicate with Users and Attract Them  Enter the Video Market  New Revenue Streams

Online Video: Ongoing Traction Internet Trends 2008, Mary Meeker

Online Video:TV+Internet+Mobile(CBS) Complementary Platforms Internet Trends 2008, Mary Meeker

Online Video: Life Style (New Portal?) Internet Trends 2008, Mary Meeker

Old Media vs. Social Media

Contents: Liberation RMC PCC UGC (Ready Made Content) (Proteur Created Content) (User Generated Content) Quality Reputation “百見不如一作 ” News Hot Issue Documentary Information Casual Entertainment Knowledge Creativity HowTo Video Fun Mass, $$$$$ Parody Clipping Viral Marketing Street News Short Head Life Vloging Many, $ or Not Some, Show Body Long Tail by josanku 2008

Contents: What’s Hot?  News  Humor  Movie Trailers  Music Videos  TV Show Clips  User Generated  Full TV Shows (source: eMarketer 2008) 22

Contents: Potential Sweet Spot VideoWiki Video Viral RMC PCC UGC

UGC Media/Content Owner New Player Solution video2.0 Search SNS Telco/CableTV Ads CDN, P2P Device

Issues & Players  Google Economy and Ecosystem  Video Open Platform – Joost  Amazon Video  RMC and UGC – Veoh  Content is Still King - Hulu  Cable TV to Online Video: Fancast  Video Search – Blinkx  Meta Video Site -magnify  Short-form Original Content – Metacafe  Video and Social Network – myspace and facebook  P2P to Video Aggregation – BitTorrent  Infinite Broadcasting Channels – TVU Networks  Mobile & Video – Sekai Camera  Place Shift - SlingBox  AppleTV  tv2.0: readwriteTV – Zillion TV

Google Economy and Ecosystem Search Publish Ad

Video Open Platform – Too Ideal?  Real InternetTV  P2P  Free world premium contents  Advertisement model

RMC and UGC

Book Ecommerce Web Services CDN Then, Amazon Video?

“Content is still King” – Content Owner NBC & Fox March 2008 $90 M at First Year Profitable Model? No Copyright Issue (70% with Ad) YouTube: $200M ($90M in US) in 2008 for 3% UGC Ad

Cable TV to Online Video

Video Search  Video Being Overloaded  We Need Smart Filter: Video Search, Social Watching.  Content will not be King Soon.

Meta Video Site

Short-form Original Content

Video and Social Network

Social Watching

More Socially: Overlay & Mashup

P2P to Video Aggregation PCDN (Peer Assisted CDN)

Infinite Broadcasting Channels: Liberation of Broadcasting

Mobile & Video A camera system that aims to merge the virtual and real worlds by using a digital device as a viewfinder. http://www.techcrunch.com/2008/09/17/tonchidot-madness-the-video/

Place Shift & Social Watching

iTune iPhone/iPod & AppleApp Then, AppleTV?

tv2.0: readwriteTV  TV – Still the Primary Media Device  Any TV & Movie Contents  Empower People: Personalization & Community  Free or Oneclick Pay per View  Pulled Ads as Content

Show Me the Money~

Trend Money

US Online Video Ads Spending 2001~2011 (MM) 2008: $1.3B 2010: $3.1B eMarketer, June 2007

Revenue Models: Cash, Ads, Engagement  Cash: Subscription, Pay per View  Ads (Attention): CPM, CPC Cash  Engagement: Lead Generation, Viral Marketing, Ads Rating Engagement 70:20:10 Ads Cash Engagement Ads 50:30:20 Engagement Cash 65:25:10 RMC PCC UGC by josanku 2008

Online Video Ads

Attention vs. Money Content : 2008, US RMC 58% UGC 42% Ad Revenue: 2008 US UGC 4% RMC Hulu (70%) vs. YouTube (3%) 98% http://www.contentinople.com/author.asp?section_id=430&doc_id=158713 http://www.ipsos-na.com/news/pressrelease.cfm?id=4011

Online Video Ads Network

Overlay Ad

Viral Video & Measurement Right Video at Right Time www.tubemogul.com at Right Place to Right Audience

Liberation of TV Ad

video2.0 Disruption Threat or Opportunity When?

War: Online Video Ecosystem & Economy Contents Creators Contents Owners Contents Distributers Network Operators Attention User Engagement Device Money Manufacturers Service, Solution Providers Platform Providers Advertisers

Challenge  Digital Noise  Reputation and Trust System  Privacy  Copyright  Distribution Control  Traffic Overload and Network Abuse  Guarantees on Quality  Network Neutrality  Revenue Model  Another Poker Game

The Future Now  More Blurring, Not just Convergence  tv2.0, readwriteTV with Huge Potential  HD Quality  Any Type of Video including Broadcasting  More Social and Community  More Mobile  Video Search for Contents and Contents  P2P for Better Network Scalability  Advanced Advertising Models  Market Consolidation for Leading Ecosystem or Platform  Video * : Main Stream

ME Broadcasting (Mobile) Broadband Democracy

Thank U josanku@kt.com

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video2.0, new horizon of online video

by josanku on Sep 24, 2008

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